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Swetha Kannan

Road shows explain the concept to brand managers in India

Bangalore , Sept. 28

efi, provider of high-quality printing technology, promises to change the face of outdoor advertising in the country. The company is demonstrating to Indian advertisers two new digital technologies developed by its division Vutek (which efi acquired last year) — one-way vision printing and dynamic digital display.

One-way vision allows advertisers to advertise on one side, while from the other side, there is an unhindered view. Although this technology is available through the use of vinyl perforation, unlike vinyl that peels off, this technology allows printing directly onto the surface — promising superior quality and clarity, said a company official. Dynamic display allows one to view different advertisements from different angles. Unlike the older technology, which displays multiple ads through the movement of slacks (similar to the 3-D hologram effect), this technology allows printing of multiple ads on a single print area; at each angle, one ad can be viewed.

"For the outdoor industry too, it is beneficial as one piece of real estate can be sold to several advertisers (dynamic display)," said Mr Joseph Cutts, COO, efi (Electronics for Imaging).

The company claims to have pioneered the dynamic display concept and is mulling a global promotion for this.

The company has already launched its one-way view technology in the US and Western Europe.

efi recently conducted a road show explaining its technologies to brand managers in Mumbai, Delhi and Bangalore.

"These technologies provide an opportunity for brand managers to show innovation and creativity and reach out to its audience with better imagery and colour spectrum. It could be used in store fronts, floor tiles or even bus stops," said Mr Cutts.

Mr Atul Saran, Country Head, efi, said with the retail sector booming, outdoor and in-store signage will fuel business growth and advertisers need to tap these opportunities.

While one-way vision and dynamic technologies are yet to take off in India, Vutek's other offerings such as printers based on solvent solutions and UV technology are doing well. It has sold about 100 printers in the country so far (each printer costs $200,000-400,000). It aims to sell one printer a week.

Vutek accounts for 75 per cent of efi's business in India.

efi provides the driving software for digital copiers and printers.

Some clients that use its interface are Xerox, Canon, Konica Minolta and Sharp. Incidentally, the company was one of the sponsors of the recent Bangalore Marathon and provided the various outdoor display materials such as distance markers and banners.

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